New! Online-Only Preview of September Cover Story

That’s always been the difficulty in sourcing lists. There’s no list of people who recently decided to hold an athletic event. The list that we mail that performs the best for us is all the people who ordered from us last year, who haven’t ordered this year, but it’s at least 45 days before their event. We send them a catalog and a letter that says, “Hey, you ordered from us last year. We thought maybe you could use a copy of the catalog.” That performs better than anything else we mail.